Download to read offline
Uploaded byChris Sietsema
10 Easy Ways to Take Your Website from Good to Great
The document outlines ten strategies for enhancing website quality, focusing on analytics, usability, responsive design, search engine optimization, and content planning. It emphasizes understanding user behavior and preferences, as well as effective navigation and content promotion techniques. It also suggests tools for content management, social media engagement, and user testing to continuously improve website performance.
More Related Content
Similar to 10 Easy Ways to Take Your Website from Good to Great
10 Easy Ways to Take Your Website from Good to Great
- 1. 10 Easy Waysto Take Your Website from Good to Great October 1, 2012
- 2. House Rules • Interruptme – No, really. It’s OK. • Ask questions • Something specific? – I’ll stick around after • Copious note takers can relax: – slideshare.net/sietsema – hello@teachtofishdigital.co m – @sietsema 2
- 3.
- 4.
- 5.
- 6. Analytics Is Not 20% 35% Neat! Pretty Neat Somewhat Neat 17% Not Neat at All 28% 6
- 7. Defining Analytics It’s AboutUs: • What are we trying to accomplish? • Have we been successful to date? • Is success within reach? • What needs to happen to improve? 7
- 8. Defining Analytics It’s AboutThem: • Who are our best customers? • To what are they likely to respond? • What resonates with them? • Are there others we should consider? 8
- 9. The Only TwoQuestions: Why? So What?
- 10.
- 11.
- 12. “Failure is not fatal, but failureto change might be.” 12
- 14.
- 16.
- 17. Short Term Memory 7 2 17
- 18. Tips for WayFinding Allow visitors to determine navigation priority YOUR NAVIGATION SAYS: YOUR ANALYTICS SAYS: • About Us • Travel Guide • Subscribe • Things to Do • Places to Go • Places go Go • Things to Do • About Us • Travel Guide • Subscribe 18
- 19. Tips for WayFinding Allow visitors to know where they are and get back easily • Show State AVAILABLE AVAILABLE AVAILABLE ACTIVE AVAILABLE • Bread Crumb Navigation – Food >> Dining >> Seafood >>Scoma’s 19
- 20. Tips for WayFinding Start using (and tracking) site search • Functionality is familiar • Use insights to build relevance • http://www.google.com/cse/ • Test effectiveness 20
- 21. Tips for WayFinding Show visitors what’s next… “YOU’LL ALSO LIKE” ALWAYS BE CLOSING 21
- 22. The Website UsabilityBible 22
- 23.
- 25. State of Mobile Source: Morgan Stanley 25
- 26. State of Mobile Source: Google 26
- 27. Responsive Design Desktop Tablet Mobile 27
- 28. You Have Options ResponsiveDesign • 1 Web Address, No Duplication • Site morphs based on device PRO • Easy & cheap to maintain CON • Less focus on mobile experience 28
- 29. You Have Options DynamicServing • 1 Web Address, No Duplication • Content/experience changes based on device PRO • Better mobile experience CON • Technical complexity • Higher maintenance cost 29
- 30. You Have Options ParallelMobile Site • 2 Separate Sites: 1 Mobile, 1 Desktop PRO • Easy implementation CON • Must make content updates twice • Content duplication risk 30
- 31.
- 32. Share of Search 4% 13% Google Bing 16% Yahoo Who Cares 67% 32
- 33. How Organic SearchWorks 33
- 34. Some Rules StillApply Content Links Design 34
- 35. Pages = Destinations •From One Person to Another – Home Page is Most Likely Destination Home Company Products Promotions Rewards Jerky & Partnerships Sponsorships History Jerky Brisket Outdoor Gear Brisket 35
- 36. Pages = Destinations •From “The Google” – Every Page is a Possible Entry Point Home Company Products Promotions Rewards Jerky & Partnerships Sponsorships History Jerky Brisket Outdoor Gear Brisket 36
- 37. Tools of theTrade • Find Keywords – “google keyword tool” • Implement Keywords 37
- 38. Keywords • Where doesone place them? – Page Titles • Once : Limit 64 Characters – Meta Descriptions • 1-2 Times : Limit 155 Characters – Meta Keywords • Repeat every word in Title and separate with commas – Headlines, HTML Text & Alt Tags • H1 tags if possible 38
- 39. Google Algorithm Updates •Good News: No more writing for robots 39
- 40.
- 41. Bricks vs. Feathers •What weighs more: – 5 lbs of bricks? – 5 lbs of feathers? 41
- 42. Bricks vs. Feathers ContentType Bricks Feathers Definition Productions Posts & Snippets Positioning “Thought Leader” “News Maker” Time Requirement Days & Weeks Minutes & Hours Relentless Effort Potential Downside Opportunity Cost Required 42
- 43. Content Planning Triangle SEARCHING ACTING TALKING 43
- 44. Content Triangle inPractice 44
- 45. Content Planning Tools •Evernote& Scrivener – Organize ideas by production – Collaborative contribution & editing – Develop stories and bricks as a team – Accessible via desktop, mobile or tablet 45
- 46. Content Planning Tools •Create a content editorial calendar – Manage multiple content types, campaigns, people – Collaborate to create new content & brainstorm promotion plans 46
- 47. Content for Hire • Plan and schedule content • Find writers and artists to create new compelling material • Transact and edit • Build a team of content producers for ongoing projects 47
- 48.
- 49.
- 50. Content Amplification • Phase1: Standard Promotion Protocol – Relevant promotion vehicles – Monitor results • Phase 2: Release the Hounds! (optional) – Apply to trending content – Give content extra momentum – Budget accordingly 50
- 51.
- 52. Ludicrous Speed Examples •Give content greater priority on the website • Feature content in email newsletters • Re-run on social media venues 52
- 53. More Ludicrous Speed Examples •Call on fans, partners & influencers to share • Promote via display ads • Guest blog • Employ social advertising 53
- 54.
- 55. She’ll love you 55 back
- 56. Maintaining Activity • Choosewisely Venue Awareness Action Loyalty Facebook X X X Twitter X X X YouTube X x Pinterest X X X LinkedIn X x Google+ X X X 56
- 57. Maintaining Activity • Createa social media editorial calendar M T W T F Sa Su 57
- 58. Work Smarter, NotHarder • Facebook & Twitter Effectiveness FACEBOOK ENGAGEMENT BY POST TYPE TOOLS FOR MAXIMIZING TWITTER Link Status Video Photo + February 2012 58
- 59. Allow Visitors toShare • Utilize social sharing tools and plugins – ShareThis – AddThis – Countless Plugins – Don’t forget email 59
- 60. Maintaining Activity • It’sabout more than traffic & followers August 2012 60
- 61.
- 62. Why Video isImportant • People remember: 62
- 63. Why Video isImportant • The top search engines: #1 #2 63
- 64. Keywords for GoogleSearch • Where does one place them? – Page Titles • Once : Limit 64 Characters – Meta Descriptions • 1-2 Times : Limit 155 Characters – Meta Keywords • Repeat every word in Title and separate with commas 64
- 65. Keywords for VideoSearch • Where does one place them? – Video Titles • Use Keyword Once – Video Descriptions • Provide keyword-rich text • Link to back to website & relevant content – Video Tags • Use every keyword in tags • No limit, but keep it relevant – Use YouTube Keyword Tool - http://goo.gl/g7mU 65
- 66. Video Content Options& Tips • Webcasts • Interviews • Customer/Reader Responses • Tours or Demonstrations • Tips – Create a series – Use consistent open and close elements – Include real people be human – Include YouTube Annotations – Embed on the website 66
- 67.
- 68.
- 69.
- 70. Welcome Emails • Specialtime when everything is new • Ask to be whitelisted • Offer a special incentive • Set expectations • Collect additional data 70
- 71. Be Relevant 71
- 72. Building Relevance • Askthem: 72
- 73. Building Relevance • Watchthem: Fishing Trips Near CLICK Outdoors Kansas City Unbelievable CLICK Barbecue Food HOTEL SPECIAL: Hawthorne Suites – CLICK Discounts Overland Park 73
- 74.
- 75. “A player whomakes a team great is much more valuable than a great player.” 75
- 76. Test Everything Message | Creative | Call to Action Ad Specs | Venue | Location | Daypart 76
- 77.
- 78.
- 79. Tools for Testing USERTESTING.COM 79
- 80. Questions? • Chris Sietsema •Chris@TeachtoFishDigital.com • 480.389.5435 • slideshare.net/sietsema 80